Rethink and Frank Content's Rodrigo Garcia Saiz extend on the themes in IKEA Canada's recently successful 'Lamp 2' spot
IKEA Canada has launched 'Magic Man', its 2018 holiday spot. It was created by Rethink and directed by Frank Content's Rodrigo Garcia Saiz.
Extending on the circular and sustainable themes seen in IKEA Canada's last brand spot – Lamp 2 – Magic Man tells the story of a young boy who has the ambition to be the best magician in the world, despite some flawed attempts. However, with the helping of his caring grandfather – and a bit of holiday magic – he might just get there.
While Lamp 2 told a circular story about giving a product a second life, Magic Man tells a circular story about prolonging product life by re-imagining a product’s purpose and customising or personalising in a new way. In this case, a fresh coat of paint and a new custom door reinvigorated a dusty KALLAX into a brand new product, with a brand new purpose. At a time of the year when expenses are at their highest, sometimes the most meaningful gifts are homemade and from the heart.
IKEA believes in a sustainable future and has made the bold commitment to be a fully circular business by 2030. For IKEA, circularity means designing products with re-use, repair, repurposing, and recycling in mind from the beginning, using only renewable, recycled, and recyclable materials, eliminating waste, and connecting with its customers in new ways to give products a longer life.
To support a more circular business, IKEA Canada recently launched a sell-back programme, where customers nationwide have the opportunity to sell gently-used goods back to IKEA, in return for an IKEA gift card. Since the soft launch - in less than one week - IKEA has seen more than 1000 online submissions from customers who are looking to give their products a second life. The programme is hosted within the IKEA Family loyalty program, enabling us to now engage with customers throughout the lifespan of their products. See more on how it works here: https://ikeafamily.ca/#/en/sell-back
The new Magic Man spot is a continuation of IKEA Canada’s purpose-led Beautiful Possibilities platform. The casting shows a multi-generational family, representing a way that many Canadians live today, taking care of young children and ageing parents. As per past recent spots, music is used to tell the story in a great way – this time with the playful Bibbidi-Bobbidi-Boo.